News: Dogfish Head Announces New Packaging Design

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New design highlights Dogfish’s use of quality ingredients


MILTON, DE (August 25th, 2016) — Dogfish Head Craft Brewery is proud to unveil a new packaging design that brings focus to the creativity, high quality and often rare ingredients that go into their eclectic portfolio of beers. The project was a collaboration between Dogfish’s in-house creative team and Interact Boulder, a Colorado-based strategic packaging design firm. Seven Dogfish brands showcasing the new design will hit shelves early next month, with additional brands to come later in the year.

The new designs set out to honor a foundational spirit of off-centered innovation and imagination by highlighting Dogfish’s legacy of exploring goodness through ingredients and process. When Dogfish Head founder and president Sam Calagione opened the brewery in 1995, innovation wasn’t an option—it was the foundation for building an off-centered brand. “My goal was to make truly unique beers based on the idea that culinary ingredients from around the world could be as integral to brewing distinct beers as the finest barley and hops,” Calagione explains.

Ingredients are the stars of the design, showcased in playful illustrations that create realistic and authentic flavor expectations in an off-centered manner. For example, shoppers can see what goes into each bottle by viewing the side panel of each carrier, which highlights the specific ingredients and unique brewing processes involved in creating that beer. The handle area is also a unique feature, offering consumers a literal handful of the ingredients when proudly holding a 4- or 6- pack.

The new design also organizes key information, such as beer style and ABV, in a way that makes it easier for consumers to shop. “We wanted to create some uniformity across our portfolio without falling into the trap of being predictable and sterile,” Calagione says. The iconic Dogfish Head “shark and shield” logo and proprietary “Doggie” font are the two recognizable design elements that will carry through from the old packaging into the new style.

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